THE EFFECTIVENESS OF COLOUR USED IN BRANDING KIP MART

SITI NURFARAHIN BINTI HASAN 2012779843

BACHELOR OF ART AND DESIGN ( HONS) FACULTY OF ART AND DESIGN

UNIVERSITI TEKNOLOGI MARA (UiTM) MELAKA

2015

LIST OF CONTENTS

CONTENTS

TITLE PAGE

LIST CONTENT

LETTER OF DECLARATION

ACKNOWLEDGEMENTS

INTRODUCTION

CHAPTER 1

1.1 Background Research1.1.1 A Historical Note on Color Theory1.1.2 The Color Wheel1.1.3 Color Harmony

1.2 Problem Statements1.2.1 Limitation1.2.2 Hypothesis

1.3 Aim and Objectives

PAGE

1

II-IV

V

VI

1

2-45-66-7789910

CHAPTER 2

OBJECTIVES AND RESEARCH METHODOLOGY

2.1 Introductions

11

11

2.2 Objective 11-132.2.1 To Determine Consistent the color Branding Kip Mart2.2.2 To Represent The Main Color of Kip Mart2.2.3 The psychology of color influences consumers

2.3 Research Methodology (Qualitative) 14-152.3.1 Secondary Sources2.3.2 Data Collection2.3.3 Questionnaire2.3.4 Survey

11

CONTENTS

CHAPTER 3

ANALYSIS AND FINDING

LIST OF CONTENTS

PAGE

1616

17-1920-37

32

3.1 Introduction3.2 Questionnaire3.3 Questionnaire Survey3.3 Analysis Respondent Survey

LIST OF TABLES

3.3.1 Table 1 Age? 20

3.3.2 Table 2 Genders? 21

3.3.3 Table 3 Occupation? 22

3.3.4 Table 4 Status? 23

3.3.5 Table 5 Do you ever heard about Kip Mart? 24 ..

3.3.6 Table 6Do you have seen Kip Mart Advertisement? 25

3.3.7 Table 7 What your main reason come to Kip Mart? 26

3.3.8 Table 8 Do you like with color? 27

3.3.9 Table 9 There any color may affect yourself? 28

3.3.10 Table 10 Whether the color can influence your mind 29

to easy remember about the brand?

3.3.11 Table 11 Do you know the use of color in Kip Mart 30

inconsistent in every branch?

3.3.12 Table 12 Do you agree if all branch consistent the color 31

In every branch?

3.3.13 Table 13 Color convey corporate identity of the

corporate Brand?

3.3.14 Table 14 Colors assist corporate brands in conveying 33

traitsto customers?

3.3.15 Table 15 Does directional signs to each the destination in 34

obvious Kip Mart?

3.3.16 Table 16 If not, why? 35

3.3.17 Table 17 Does the use of color zones can easier for you 36

to go to destinations?

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AUTHOR'S DECLARATIONS

I declare that the work in this thesis was carried out in accordance with the regulations of

University Technology MARA. It is original and is the result of my own work, unless

otherwise indicated or acknowledged as referenced work. This thesis has not been submitted

to any other academic institution or non-academic institution for any other degree or

qualification.

I, hereby, acknowledge that I have been supplied with the Academic Rules and Regulations

for Post Graduate, University Technology MARA, regulating the conduct of my study and

research.

Name of Student

Students ID No

Programmed

Faculty

Thesis Title

Signature of Student

Date

: SITI NORFARAHIN BTE HASAN

: 2012385119

: AD241

: Art & Design

: The Effectiveness of Colour Used in Branding Kip Mart

Hypermarket

: September 2014

v

INTRODUCTION

Color sells products. It is a powerful marketing tool that significantly influences

consumer purchases, so much so that it accounts for 85% of the reason why someone decides

to purchase a product (Hemphill 275). Marketers must understand the psychology of color in

order to use iteffectively. Humans associate colors with meanings. These associations are

studied extensively in marketing research. This paper explores how the psychology of color

influences purchasing behavior as it pertains to product design, company branding, and the

consumer. Nearly all products sold today have colorful facades. Selecting the right colors to

use has an enormous impact on product sales. While no single set of rules governs color

choices, research has established general guidelines based on the principle of associative

learning, the relationship between color and emotion.

The project outline is focusing the physiological effect of colour for influences or

attract consumer. The determination how colour associations for product and shopping

environments. Consumers will attribute personality traits to brands through the use colour in

the logo. However from that creating the new brand strategy such as building the brand

strategy around the core values, research in the brand strategy and forming the brand promise.

Colour theory a primary colour is a colour that cannot be made from a combination of any

other colours. Tertiary colour is a combination of three colours (primary or secondary).

Printers and artists have different definitions for primary colours. The traditional primary

colours that painters have used are red, yellow and blue. These two primary colour systems

obviously do not agree. Additive and subtractive are two primary methods for reproducing a

range of colour and from that can get a new fresh colour.

The problem statement is not consistent colour in every branch. This research purpose

is to unite or unify colour in all aspect to reflect identity a Kip Mart company that is

distinctive.

1